In response to Altadena CDC’s powerful mission of protection, preservation, and equitable rebuilding to empower local families to rebuild generational wealth in the wake of the devastating fires, my approach to designing their brand was rooted in the themes of restoration, strength, and community care. I aimed to create a visual identity that feels refreshing and restorative, while also bold and grounded in purpose.

Drawing inspiration from California’s natural palette: sun-warmed earth tones, soft sky blues, and vibrant flora—the color story evokes hope, warmth, and resilience. Geometric forms like domes, hubs, and protective arches were used to symbolize shelter, unity, and the connective force of a community that holds and uplifts.

The overall brand is both modern and timeless, signaling a bold future without losing touch with the deep cultural roots and lived experiences of Altadena and Pasadena’s residents. Every visual element, from color to shape, was chosen to reflect a community in healing, rising, and reclaiming its future.